According to a research report released today by the Interactive
Advertising Bureau (IAB)
and research and consulting firm Winterberry
Group, 60 percent of marketers, publishers, and tech developers
stated that their organizations spent more on data in 2017 than 2016-and
an even greater majority (81%) plan to invest at higher levels in 2018.
"The Outlook for Data 2018: A Snapshot into the Evolving Role of
Audience (News - Alert) Insight," the third annual benchmarking report conducted on
behalf of the IAB Data Center of Excellence, also found that only 12
percent expect to spend the same on data as they did in 2017, a sharp
contrast from 2016 when 30 percent anticipated holding to their current
budgets.

Among other key findings, half of respondents (50%) cited "insufficient
supporting technology" as a primary obstacle in their ability to gain
value from their data initiatives, while roughly one-third (32%) said
that technology would play a vital role in leading their data
initiatives this year. Of particular note, artificial intelligence (AI)
and blockchain technology were frequently cited as innovations that
would likely command more time and attention in 2018.

The research also found that marketers, publishers, and tech developers
are increasingly focusing on richer cross-channel marketing engagement
and the measurement of it, with more than half of respondents (52%)
reporting that they plan to improve their cross-device audience
recognition capabilities in 2018 to ensure customers are getting the
right content in the most relevant ways.

When asked which use caes they expect to most occupy their time,
attention, and resources in 2018, respondents' most common answers were:

Cross-channel measurement and attribution (64%)

Programmatic media buying for emerging formats (51%)

Predictive modeling and/or segmentation (51%)

"The projected increased investment in data aligns with our research on
direct brands. This trend is centered on utilizing consumer data to
create custom experience and increased value to customers," said Orchid
Richardson (News - Alert), Vice President and Managing Director of IAB Data Center of
Excellence. "Additionally, accurate cross-channel measurement and
attribution is an important component in the direct-to-consumer playbook
and IAB has made work on this a priority in 2018."

"The Outlook for Data 2018: A Snapshot into the Evolving Role of
Audience Insight" was released during the 2018 IAB Annual Leadership
Meeting at the JW Marriott Desert Springs Resort and Spa in Palm Desert,
CA (News - Alert). To view the full report, please visit iab.com/data-outlook-2018.

Methodology"The Outlook for Data 2018: A Snapshot into the
Evolving Role of Audience Insight" and its results were based on an
online survey of members of the IAB Data and Programmatic Councils. A
total of 99 members responded to the survey, which remained open during
parts of December 2017 and January 2018.

About the Winterberry GroupWinterberry Group is a unique
strategic consulting firm that supports the growth of advertising,
marketing, media, information and technology organizations. Affiliated
with Petsky Prunier LLC-a leading investment bank providing merger and
acquisition advisory services to companies in the same sectors-the Firm
offers its clients strategic perspective that is unparalleled in its
addressable industries, while PPLLC maintains exceptional relationships
with industry executives and business owners. This combination of market
intelligence, research and strategic operating experience provides an
educated outside perspective that we bring to each engagement. For more
information, please visit www.winterberrygroup.com.

About IABThe Interactive Advertising Bureau (IAB) empowers
the media and marketing industries to thrive in the digital economy. Its
membership is comprised of more than 650 leading media and technology
companies that are responsible for selling, delivering, and optimizing
digital advertising or marketing campaigns. The trade group fields
critical research on interactive advertising, while also educating
brands, agencies, and the wider business community on the importance of
digital marketing. In affiliation with the IAB Tech Lab, it develops
technical standards and best practices. IAB and the IAB Education
Foundation are committed to professional development and elevating the
knowledge, skills, expertise, and diversity of the workforce across the
industry. Through the work of its public policy office in Washington,
D.C., IAB advocates for its members and promotes the value of the
interactive advertising industry to legislators and policymakers.
Founded in 1996, the IAB is headquartered in New York City and has a San
Francisco office.